MAN Digital Earns HubSpot Custom Integration Accreditation

That dual credential matters.

Technical implementation without user adoption fails. User adoption without proper integration leaves teams switching between systems all day.

What Is HubSpot Custom Integration Accreditation?

HubSpot Custom Integration Accreditation validates the skills to scope, develop, and deploy integrations connecting HubSpot with external systems.

This credential requires rigorous proof of capability.

Application requirements:

• Platinum, Diamond, or Elite partner tier status
• Team of 3–5 full-time staff for integration work
• 35 hours of required courses
• Client references proving past work

The proof that matters:

Partners must demonstrate an active multi-object, two-way sync. Submissions include design documentation, deployment plans, error handling procedures, and data flow diagrams.

HubSpot reviews applications on a rolling basis. Decisions arrive within 30 days.

The badge proves skills in data mapping, CRM architecture, and needs-based planning. Not every HubSpot partner earns this credential.

Why Custom Integration Matters for B2B RevOps

Revenue operations leaders face a core problem: split systems create split teams.

Gartner reports 75% of top-growth companies will use a RevOps model by 2025. Yet implementation struggles because data sits in silos.

Common challenges:

• Sales switches between CRM and ERP to complete one deal
• Finance runs manual weekly reconciliation reports
• Customer success lacks live order status
• Marketing can't access purchase history for targeting

Custom integration solves these problems through bidirectional data flow. Changes in HubSpot reflect in your ERP. Updates in your ERP appear in HubSpot.

Companies with advanced-maturity RevOps functions are twice as likely to exceed revenue goals and 2.3 times as likely to exceed profit goals.

Basic connectors handle simple syncs. Multi-object sync—deals with line items mapped to orders—requires custom work.

Custom Integration in Practice: The Otovo Example

We build these integrations regularly for clients across industries.

Here's one example that illustrates our approach.

Client context:

Otovo connects homeowners with solar and renewable energy installers across 10 European markets. They process up to 25,000 inbound leads monthly through HubSpot (Marketing, Sales, and Data Hub Enterprise).

The business problem:

Pre-sales teams couldn't keep pace with lead volume. Agents worked Monday–Friday, 9–18. New leads sat waiting. By the 8th+ contact attempt, conversion rates dropped while pre-sales effort remained high.

The solution:

Integrate Telli, an AI voicebot, with HubSpot to automate lead qualification. Since Telli has no native HubSpot connector, we built a custom bidirectional integration using HubSpot Operations Hub custom-coded actions and webhook triggers.

Scope of work:

• Multi-object sync: contacts, deals, call activities, meeting schedules
• Two-way data flow between HubSpot and Telli APIs
• Automated call scheduling triggered by deal stage progression
• Call outcome logging following standard pre-sales playbooks
• Meeting scheduling
• Error handling with automated alerts and retry procedures

Integration flow:

1. HubSpot workflow triggers when a deal reaches call attempt #8
2. Lead details sent to Telli (contact creation)
3. Call sequence scheduled via Telli API
4. Telli conducts AI-powered qualification calls
5. Webhook returns call outcomes to HubSpot
6. Activity logged and deal properties updated automatically

Results:

The pilot achieved 4–5% booking success rate—identical to human pre-sales performance. Otovo has since expanded Telli to earlier call attempts and additional markets.

Technical Approach: Multi-Object Design and Two-Way Sync

Multi-object integration differs from single-object sync.

Syncing contacts is straightforward. Syncing deals with call activities, triggering external AI systems, and logging outcomes back to HubSpot—while maintaining data integrity—requires careful architecture.

Workflow-based architecture:

The Otovo integration leverages HubSpot Data Hub Enterprise extensively. Custom-coded actions operate on both HubSpot and Telli APIs, with webhook triggers managing the bidirectional flow.

This approach embeds the AI integration directly into existing business processes without introducing external middleware or duplicating orchestration layers.

Key design decisions:

• Field mapping: Core fields mapped include contact details, deal source, address data, and custom Telli identifiers
• Process embedding: Integration extends existing HubSpot workflow logic rather than creating separate process silos
• Direct data handling: All exchanges occur directly between HubSpot and Telli—fewer touchpoints mean reduced latency and failure points
• Error handling: Failed actions update a HubSpot property, allowing admins to identify and reprocess affected leads

Outbound data (HubSpot → Telli):

• Deal reaches trigger stage → create contact in Telli
• Call sequence scheduled → Telli API receives lead details
• Contact data updated → sync to Telli records

Inbound data (Telli → HubSpot):

• Call completed → webhook returns outcomes and metadata
• Meeting booked → update HubSpot meeting type
• Call activity created → log tied to deal/contact

This architecture scales easily to earlier call attempts, additional markets, and expanded AI scripts—without replatforming or additional licensing costs.

Business Outcomes

Technical work delivers measurable results.

Otovo project outcomes:

• AI voicebot matches human pre-sales performance
• Pre-sales agents freed to focus on high-priority fresh leads
• Contact attempts continue outside business hours
• Call activities logged automatically following standard playbooks
• Solution scales across markets without additional headcount

Daily workflow changes:

Before: Pre-sales agents manually called leads through 12+ attempts. Later-stage callbacks consumed effort with diminishing returns. Leads waited during off-hours.

After: Telli handles qualification calls automatically. Agents focus on warm leads with higher conversion potential.

Meetings booked by AI appear directly in HubSpot. Call outcomes sync in real-time. The same framework now expands to earlier call attempts and additional markets.

The dual-badge advantage:

Technical work alone doesn't guarantee adoption. Teams must use the new system.

Our Onboarding Accreditation proves we drive user adoption. We pair technical work with training—so teams embrace new workflows rather than reverting to old habits.

Our Method: Process-First Approach

We start with business processes, not technology.

Most integration failures stem from implementation without proper discovery. Teams connect systems before understanding what data needs to flow—and why.

What Makes Integration Work 'Accreditation-Worthy'

Not every project qualifies for accreditation review.

HubSpot distinguishes basic connector work from complex custom integration. This distinction matters when evaluating whether you need specialized expertise.

Comparison criteria:

When you need accreditation-level work:

• Your external system has no native HubSpot connector
• Changes must flow bidirectionally in real-time
• You need custom logic for data transformation
• Error handling must meet enterprise standards
• Scale requires performance optimization

Marketplace connectors work for many use cases. When needs exceed their capabilities, you need partners validated to handle complexity.

MAN Digital's Dual Accreditation: Build + Adopt

Few partners hold both Custom Integration and Onboarding accreditations.

This combination provides full lifecycle capability: technical build plus user adoption.

Why dual accreditation matters:

• Technical work creates the foundation
• Onboarding expertise ensures teams use it
• Change management prevents reversion to old habits
• Training builds internal capability for lasting success

Many projects fail after launch. The technology works, but teams don't adopt it.

They find workarounds. They return to manual processes. Investment delivers a fraction of planned value.

Our unified approach:

The same team that builds the integration designs the training. They understand why each design decision exists—and explain that to users.

Reduced risk for complex projects:

Separate vendors create gaps. Technical teams move on before adoption issues surface. Training teams lack context about architectural choices.

Single ownership means problems get solved, not transferred.

Who Should Consider Custom Integration?

Custom integration isn't for every HubSpot customer. Most can use marketplace connectors.

Business indicators:

• Annual revenue exceeding €5M
• Teams spanning sales, marketing, operations, and finance
• Multi-system environment requiring data synchronization
• Complex quote-to-cash or order management processes

Process indicators:

• Manual order-to-cash cycles with entry in multiple systems
• Sales navigating 3+ systems for one deal
• Finance running daily or weekly reconciliation reports
• Customer success without live order status
• Marketing without purchase history for targeting

Technical indicators:

• External systems without native HubSpot connectors
• Real-time sync requirements
• Complex transformation logic for data changes
• Compliance requirements for data handling

When marketplace connectors work:

Simple contact sync, standard field mapping, one-way data flow—marketplace connectors handle these. Start there. Move to custom integration when those tools constrain your operations.

Conclusion

MAN Digital's HubSpot Custom Integration Accreditation validates our capability to handle complex, multi-object, two-way integrations. We connect HubSpot with external systems—ERPs, AI platforms, and enterprise applications.

Summary:

• Custom Integration Accreditation requires demonstrated expertise: multi-object sync, two-way flow, comprehensive documentation
• Only Platinum+ partners with dedicated teams can apply; HubSpot evaluates actual project work
• Custom integrations automate manual processes and create unified visibility across teams
• Our dual accreditation (Integration + Onboarding) provides full lifecycle support
• Process-first methodology starts with business processes, not technology

Ready to evaluate your needs?

Not every company needs custom integration. Some succeed with marketplace connectors. Others need a comprehensive system transformation as part of their revenue operations.

We start with discovery—understanding your systems, processes, and goals before recommending solutions.